Thanks to Alicia Banks for the heads up: In San Francisco's overwhelmingly vanilla Castro District, a startling oversized billboard debuted several days ago that features a black gay couple and child. It reads: "I Never Knew How Proud I Could Be."
The PROUD campaign is created by Better World Advertising. Critically-acclaimed San Francisco-based photographer Duane Cramer brought the initiative to life with his vision. The goal is to get is to get black families—whether single parents, or LGBT or straight couples—to adopt black children. the campaign's footprint will be considerable—large billboards, adverts on Muni, BART, coffee sleeves and print ads that will blanket the Bay Area over the next year. Duane Cramer adds: "There will be a large float and contingent in the San Francisco Pride parade."
The debut in the overwhelmingly white Castro was no accident, Duane Cramer tells Rod 2.0. "As you know, the Black population in San Francisco is very low, maybe 6% or 7%. The ad is of two gay men who just happen to be Black. We, as black people, are so used to messages and ads featuring whites ... and we have to figure out how we choose to buy into the product, idea or messaging. This time the opposite will hopefully happen."